通过奇瑞汽车浅谈汽车行业的品牌战略

Discussion on Brand Strategy in Automobile Industry by Example of Chery Automobile

汽车品牌战略是汽车行业总体战略的重要组成部分,汽车品牌战略的实施是增强我国汽车行业核心竞争力的必然选择。品牌定位是汽车品牌战略的前提;结构调整是汽车品牌战略的条件;技术创新是汽车品牌战略的生命;质量管理是汽车品牌战略的保证;文化价值是汽车品牌战略的灵魂;品牌维护是汽车品牌战略的关键。

Automobile brand strategy is one of the important components of the overall strategies in automobile industry. Implementation of brand strategy is the inevitable choice for strengthening the essential competitiveness of Chinese automobile industry. For automobile brand strategy,brand positioning is its premise; structural adjustment is its condition; technique innovation is its life; quality management is its guarantee; cultural value is its spirit and brand maintenance is its essence.